Google AdWords Certification

AdWords is an online advertising tool that helps businesses connect with their customers. You create your online ad, tell AdWords who you want to reach, and AdWords brings your ads to them. AdWords shows you how many people see your ads, what % of them click to visit your website, and even how many click to call you. With these tracking tools, you can even see the actual sales your website is generating as a direct result of your ads.

Try tweaking your ads, try new keywords, or pause your campaign and re-start it whenever you’d like. The Google Network = Search and Display. They are the places where your AdWords ads can appear: Google sites, partner sites, and other placements like mobile phone apps.

  1. Text ads – The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call-to-action. Show: Search Network, Google Display Network
  2. Ads with extensions – Ad extensions provide additional information to your text ad such as your business’s address or phone number; Show: Search Network, Google Display Network
  3. Shopping ads – In addition to an image, shopping ads contain product and pricing information, so users get a strong sense of the product you’re selling before they click your ad. They’re ideal if you’re managing a large inventory of products. Where they can show: Search Network
  4. Image ads – Image ads capture people’s attention as they browse websites in the Google Display Network. Where they can show: Search Network*, Display Network, (*Image ads show on search partner networks, but not the Google Search Network).
  5. Video ads – Video ads are just what they sound like – a standalone video ad or a video ad that runs inside another streaming video. Search Network*, Display Network; *Video ads show on search partner networks, but not the Google Search Network.
  6. App promotion ads – App promotion ads send your customers to an app store to download your app, or include a deep link directly into your app. Where they can show:Search Network, Display Network
  7. Call-only ads – Call-only ads allow your customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls. Search Network
  8. Rich media ads – Rich media ads are engaging ad formats that often include animation or other types of motion. Can show: Display Network

 

 

Text Ads:

  1. Headline – People are most likely to notice your headline text. Include one of your keywords in the headline to make the ad even more relevant to the customer’s search.
  2. Display URL – shows your website address. It gives people an idea of where they’ll go when they click your ad.
  3. Description – Use the description to highlight details about your product or service. On mobile, AdWords optimizes your ad to show the highest performing text.

 

 

Ad extensions

 

Ad extensions show additional information about your business by “extending” your text ads and increasing their relevance. They boost an ad’s visibility, which can lead to better clickthrough rates. sitelinks, call, and location extensions to enhance its ads. The more information they include in the ad, the more reason they give a consumer to click.

 

Sitelinks: Give customers quick access to multiple pages of your website.

Call extensions: Let people click a button to call you.

Seller ratings: Showcase customers’ reviews and ratings of their experience with your business.

App extensions: Display a link below your ad text that sends people to the app store or starts downloading your app.

 

Create a campaign specifically for mobile app installs where users can download your app right from the ad.

Campaign types and subtypes

 

With AdWords, you can choose different campaign types to help you achieve your business goals. Once you have decided on a type, you can choose a more specific subtype. Check out the benefits of each below:

 

 

  • Campaign type — determines factors such as where your ads can show to customers on Google’s advertising networks.
  • Campaign subtype — determines which options are available, such as the types of ads you can design.

 

 

  1. Search Network: your ads can appear throughout the Google Search Network’s sites. AdWords uses keywords to display your ads when people search for related terms. This campaign type is useful for advertisers who want to connect with customers at the very moment they’re searching for related products or services.
  2. Display Network only campaign: ads can appear throughout the Google Display Network. This campaign type works by matching your ads to related websites and other placements, like YouTube and mobile apps. This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests.
  3. Search Network with Display Select: show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, your budget is shared across both networks. This type allows you to reach people in more places who are seeking services like yours, Google Search or on a relevant website.
  4. Video campaign: video ads on YouTube and on sites across the Google Display Network. Lets you reach people near your restaurant visiting food-related websites, such as blogs about specific cuisines or websites that provide restaurant reviews.
  5. With a Shopping campaign type, you might see your ads across the web in Google Shopping (next to search results and separate from text ads). They could also show up on Google Search partner websites, like YouTube. This campaign type is useful for retailers who want to promote their online and local inventory, boost traffic to their website or local store, and find better qualified leads.
  6. Universal App campaign type, you can easily promote your app across Search, Display, and YouTube. Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid and budget, and include the languages and geographic locations for your ads. Our system will then test different combinations and show the best-performing ads more often.

 

Subtypes

  1. Standard subtype campaigns: use basic location and language targeting, bidding and budget settings, and common ad extensions. Standard is recommended.
  2. All features campaign subtype: ad scheduling, location, and ad delivery methods. For example, you could schedule your ads to show only when your store is open. All features is recommended for more experienced advertisers.

 

Use Display ads for promoting new blogs

About AdWords campaign types

 

Adwords components

 

  • Account – associated with a unique email address, password, and billing information.

 

  1. Campaign – has its own budget and settings that determine where your ads appear.
  2. Ad group – a set of similar ads as well as keywords, (the words and phrases that trigger your ads to show up).

 

Targeting Your Ads to Appear on the Search Network

  1. Keywords: are words or phrases that are relevant to your product or service.
  2. Location and language: Location targeting can help focus your advertising on the areas where you’ll find the right prospective customers, and restrict it in areas where you won’t. Restrict your ads to a country, individual region, a specific city, or a radius around a location. Language targeting shows your ads to customers who speak a particular language, based on  Google interface language settings.
  3. Device Targeting on the search network: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.
  4. Audience targeting on the search network: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA). You can also target based on household income.

 

Targeting Your Ads to appear on the Display Network

  1. Audience targeting is based on ‘Who’ your audience is and therefore allows you to reach specific groups of people.
    1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale.
    2. Interest categories: Show ads to people with specific interests, regardless of whether or not your ad correlates with the particular topic of the page they’re currently on, or the app they’re using.
    3. Remarketing: Reach people who’ve previously visited your website while they visit other sites on the Display Network.
    4. Demographics: Reach people based on age, gender, and parental-status demographic groups that you choose.
  2. Contextual targeting is based on ‘Where’ your audience is and will match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen. Here’s how:
    1. Keywords: Choose words or phrases related to your product or service so Google can automatically target your ads to websites that your customers visit on the Display Network. When your keyword matches a webpage’s concepts or central theme, your ad is eligible to appear on that webpage.
    2. Topics: Similar to keywords, place your ads on website pages about the topics that you choose. Instead of developing a list of keywords, you choose categories of information.
    3. Managed placements: Choose where you’d like your ads to appear based on websites your customers visit on the Display Network. Google will only look at chosen sites (managed placements) when searching for relevant places to display your ads.
  3. Location and language targeting – Just like the Search Network, you can choose language and geographic locations such as a country, region, or city where your customers are located.
  4. Device targeting – Just like the Search Network, show your ads to the right people across all devices, based on their specific location, time of day, and device type.

 

Targeting your ads

 

Help Customers Find you by thinking like a customer, organizing by theme, knowing when to use specific vs general keywords, using negative keywords, and using the keyword planner or display planner.

 

 

You can use match types to control which variations of your keywords cause your ad to show to potential customers.

  1. Broad match
    1. Ad triggers: Keywords and close variations (synonyms, misspellings, etc.)
    2. Benefit: Shows ads most broadly with least amount of setup; Spend less time building keyword lists: You don’t have to think of every possible keyword variation — our system does the work for you. 20 percent of the searches Google receives each day are ones we haven’t seen in at least 90 days. This unpredictable search behavior can make it nearly impossible for you to create a keyword list using only exact match that covers all possible relevant searches. Spend your money on keywords that work: If your ad receives no clicks on a particular keyword variation, our system will quickly stop showing your ads for that and similar search terms. This prevents you from accruing click charges for keyword variations that aren’t working and helps you focus on the keywords that work.
    3. Do this: Do nothing – this is the default for all searches
    4. Cons: broad match keywords may contribute to a low Quality Score if your keywords appear relevant for too many search terms.
  2. Broad match modifier
    1. Ad triggers: Same as Broad match but excludes synonyms
    2. Benefit: More targeted, can increase clicks and conversions
    3. Do this: Add plus sign ( + ) before terms
  3. Phrase match
    1. Ad triggers: Exact phrase and close variations
    2. Benefit: More targeted; Clickthrough rate (CTR) with exact and phrase match because your ads include the exact terms your customers are searching on.
    3. Do this: Add quotes (“ ”) around term
  4. Exact keywords and close variations
    1. Benefit: Narrows ad’s potential audience the most
    2. Action: Add brackets ([ ]) around term
  5. Negative Keywords
    1. Benefit: Prevents ad from showing on unrelated searches or websites
    2. Action: Add minus sign ( – ) before terms that should never trigger ads
    3. Ad triggers: Searches and site visits that exclude keywords

 

About keyword matching options

  1. The AdWords auction: Each time an AdWords ad is eligible to appear, it enters the auction to determine whether or not it will actually show, the position in which it will appear on the page, and how much the advertiser will pay. The most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. The auction ensures advertisers get the most value by ensuring consumers see ads that are most relevant to them.\
  2. Quality Score: The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and associated landing pages. A landing page is the first page a user lands on after clicking your ad. A high Quality Score means that our systems think your ad and landing page are relevant and useful.
  3. Ad Rank: value that’s used to determine your ad position and whether your ads will show at all. Ads with the highest Ad Rank get the most desirable placements on the page.; Bid + Format Impact + Quality = Ad Rank; Raise your bid, enable ad extensions, or refine your keyword list to better match your ads. Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats.

To improve your ad position, you can:

  • increase your bid
  • improve the quality of your ads
  • Improve the quality of your computer and mobile landing page experience

 

Understanding ad position and Ad Rank

 

Media Cost Models

 

    1. I want to raise brand awareness: CPM: Pay every time the publisher serves your ad: Cost per thousand impressions.
    2. I want to drive traffic to my site/increase sales: CPC: Pay each time someone clicks on your ad, regardless of what happens after the click.

 

  • I want to increase sales: CPA: Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website. Publishers take on more risk when using the CPA model, since there’s no guarantee that someone will click the ad; Pricier but higher returns. To use CPA bidding, you’ll need to either set up conversion tracking, cross-account conversion tracking, or be importing data from Google Analytics. You’ll also need to turn on Conversion Optimizer. Conversion Optimizer uses historical information about your campaign, and automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear.

 

  1. I want to raise brand awareness but only pay for impressions measured as viewable: vCPM: Pay every time your ad is displayed on screen. The “v” means the ad is viewable, which is defined as 50% of the ad being shown on the screen for over one second.
  2. I want to increase video views: CPV: Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad.This is the default option for video ads.

 

Bidding Strategy

Manual bidding lets you manually set bids at the ad group level, for individual keywords, or for ad placements, so you know you’re bidding for the clicks that mean the most to you. WIth automated bidding you can set a daily budget and then have AdWords automatically adjust your bids to get the most clicks or conversions possible within your budget. Three tools to use for CPC bids:

  1. Bid simulator runs “what-if” scenarios
  2. Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.
  3. First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.

 

Once you’ve identified which keywords, locations, times, and devices are getting good results, you can adjust your bids accordingly. For instance, if a keyword has a low average CPC but each click converts well, you may try increasing its max CPC bid. This could improve the ad’s average position for that keyword, giving your ads more exposure and potentially increasing your ROI. If you want to drive visits to your website, focus on clicks and use CPC bidding. Determine a competitive bid for each keyword by using a tool like the Keyword Planner.

 

Determine a bid strategy based on your goals.

 

With manual bidding, you’re in control of how much you spend for things like clicks, impressions, and video views. You set maximum bids, and AdWords will stay within those limits. When you set bids manually, you can pick from multiple bid strategies to help you reach your goal. For example, if you want to drive sales, you can use a bid strategy that focuses on increasing clicks and conversions, but if you want to increase views of your video ad, you can use a strategy that focuses on increasing video views. Use manual bidding when running AdWords with a small advertising budget, you want more budget control, and are reworking an underperforming campaign.

 

Goals:

  1. Ad reach: Manual cost-per-click (CPC) Bid to increase clicks with manual CPC, enter the max you’re willing to pay for a click on your ad. (You may pay less, the auction decides).
  2. Ad engagement: Cost-per-view (CPV) Bid to increase video views with CPV, set the max you’re willing to pay for video views and other video interactions.
  3. Ad clicks and conversions: Viewable-cost-per-impression (vCPM): Bid to increase impressions, the opportunity for your ad to be seen by potential customers. (For an impression to be “viewable,” at least 50 percent of your ad must show for at least one second for display ads and at least two seconds for video ads).
  4. Ad views: Cost-per-engagement (CPE) Bid to increase light box expansions or interactions with pre-expanded ads, set the max bid amount you’ll pay for this customer engagement.

 

Use conversion tracking or Google Analytics. Manual bidding requires monitoring, and these tools will give you the data you can use to make informed bids. Decide bid amounts with the CPC column in your AdWords account to determine your starting bids. (If you don’t have any data in your account yet, use the Keyword Planner).

 

Determine a bid strategy based on your goals

 

Automated Bidding

Automated bidding can improve your performance in ad auctions by automatically adjusting your bids to account for auction-time changes in device, browser, location, and more. Your keyword list determines which searches and site visits can trigger your ad if you win the bid. But the “right” bid for an impression can be a moving target influenced by things like match type, device, and location. With automated bidding, AdWords can automatically increase bids for impressions that it predicts (from auction-time data) could be more successful. Automated bidding works well to drive additional awareness, clicks, and even offers conversion-based strategies that help you drive more acquisitions. Use it in these scenarios:

  • Conversion tracking or Google Analytics is enabled
  • Advertiser is AdWords certified
  • Campaign has sufficient click and conversion data for algorithm to operate
  • Managing campaigns at scale
  • Have had 50-100 conversions over 30 days in a single campaign
  • Optimizing an existing campaign

 

Goals:

  1. Ad conversions – Maximize clicks automatically sets your bids to help get as many clicks as possible within your budget. It can increase site visits and increase clicks on low-traffic terms.
  2. Ad visibility – Target search page location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results. Target outranking share automatically sets your bid to outrank other domains in search results pages.
  3. Ad clicks – Target cost-per-acquisition (CPA) automatically sets bids to help get as many conversions as possible at the target CPA you set. (Some conversions may cost more or less than your target). Enhanced cost-per-click (ECPC) automatically adjusts your manual bids to try to maximize conversions. This strategy helps increase conversions while letting you stay in control of your keyword bids.
  4. Ad revenue – Target return on ad spend (ROAS) bids more where AdWords estimates ads are more likely to lead to a sale, aiming to get as much ROAS as possible.

 

Make sure to consolidate your ad groups, create early conversions, and avoid frequent changes to bidding options.

 

About automated bidding

 

Bid adjustments available

  1. Mobile – Show your ad more or less frequently for searches that occur on mobile devices. For example, if you’re promoting an app, you could raise bids for mobile users to focus on driving app installs.
  2. Location – Show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. For example, if you own a restaurant, you could raise bids to show your ads more frequently to people nearby.
  3. Time of day – Increase or decrease your bids on certain days or during certain hours. For example, if you’re a meal delivery service, you could raise your bids from 5-7pm to increase your chances of showing ads to hungry commuters on their way home.
  4. Top content – Use bid adjustments for popular content to increase your ad’s chance of showing on top content on YouTube and the Display Network. When your ad is eligible to appear on this content, AdWords will use your bid adjustment to raise your bid. For example, you could raise your bids for the hottest new cat video on YouTube. *Top content adjustments are recommended for advanced users.
  5. Targeting methods – Use bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network. For example, if you sell luggage, you could increase your bids on travel sites in the Display Network so you’re more likely to show on travel blogs and review sites. *Targeting method adjustments are recommended for advanced users.
  6. Remarketing lists for search ads – Use bid adjustments for remarketing lists in your ad groups if you’d like to show ads more or less frequently to people on these lists. For example, you could increase your bid for those who previously viewed your website in the last 30 days. *Remarketing list adjustments are recommended for advanced users.

 

 

Setting your budget

  1. Calculate based on your monthly budget – per day by dividing your monthly budget by 30.4 – the average number of days per month. For example, let’s say you normally spend $1,450 per month on advertising / 30.4 days = daily budget of $48. Note: Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4.
  2. Calculate based on your average cost-per-click. You can choose a daily budget for each campaign based on your advertising goals. For example, let’s say your cost-per-click is $0.10 on average, and you’d like around 500 clicks per day. You might budget $50 per day. Using this example, here’s how you’d figure out your daily budget: $0.10 x 500 = $50 per day (cost-per-click x clicks per day = Daily budget).
  3. Find your campaign’s recommended budget – AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions. You can use these recommendations to estimate how a new budget may improve the visibility of your campaign’s ads. The recommendations are based on the following factors:* Recent campaign performance, * Current campaign budget, * Keyword list, * Campaign targeting settings
  4. Check your ad delivery method – When your average daily budget is reached, your ads will typically stop showing for that day; determines how quickly your ads are shown and how long your budget lasts during a given day, when setting your daily budget. “Standard” delivery method – spreads your budget throughout the day. The “Accelerated” uses your budget more quickly. Accelerated delivery is ideal for advertisers who want to show results more quickly.

Note: AdWords won’t display a recommended daily budget if you rarely meet your daily budget, or if your campaign has limited data. If you don’t see a recommended budget.

 

  1. Build awareness – requires a larger budget due to the longer path to conversion and the scale at which you try to reach people.
  2. Influence consideration –  mid funnel and can be accomplished with a small, medium, and large ad budget. With a medium length path to conversion, a medium to large budget is preferred so you can reach a wider group of people and begin moving them to action.
  3. Driving action – At the bottom of the marketing funnel where you typically have a small group of your target audience. You can meet all of your action goals with a small, medium, or large daily budget.

Set a budget for your campaign

  1. Search terms report – lists the searches and terms that triggered your ad and drove traffic to your website. Add terms from this list to your keyword list.
  2. Where your users were (user locations) report – shows only your customers’ physical locations (regardless of any locations they may have shown interest in). If customers in a certain region are gravitating to you, update your campaign to directly target them.
  3. What triggered your ad (geographic) report – shows your customers’ physical locations and locations they had shown interest in through searches or content they had viewed. If customers interested in certain locations are finding you, update your campaign to directly offer something they’re looking for.
  4. Landing page experience report – estimates the quality of your landing page — which is part of your AdWords quality score and strengthens or weakens your ad position. If you have a weak landing page, a link is provided with tips to make it better.
  5. Paid and organic report – shows how people got to you through Google’s free organic search results vs. your paid AdWords ads. Learn the ways customers are looking for products and services like yours and update your own keyword list to directly target them.
  6. Overall AdWords performance: Sign in to your AdWords account, Click the Campaigns tab, Click the Dimensions tab, and Click the View button to select the time period that you’d like to use to organize your statistics. Once your statistics table looks the way you want, just click the download button to download it as a report.
  7. campaign performance data: Sign in to your AdWords account, Click the Campaigns tab, Click the name of the campaign that interests you to see how its ad groups are performing. To view specific campaigns for your report, click the Filter button to set up a campaign filter. Once your statistics table looks the way you want, just click the download button to download it as a report.
  8. Ad group performance data: Sign in to your AdWords account, Click the Campaigns tab, and Pick the ad groups that interest you. To include all the ad groups from a specific campaign, click the campaign name in the table. You’ll be taken to the “Ad groups” tab for that campaign. To include all the ad groups in your account, click the Ad groups tab while viewing “All campaigns.” To include specific ad groups from different campaigns, first click the Ad groups tab while viewing “All campaigns.” Then click the Filter button to set up an ad group filter. Ad group details reports provide a way to see which features and settings are enabled in each of your ad groups. View ad group details reports: Sign in to your AdWords account, Click the Campaigns tab, and Click the Dimensions subtab. Campaign details reports provide a way to see which features and settings are enabled in each of your campaigns. Here’s how to view campaign details reports: AdWords account, click Campaigns tab, and Click the Dimensions subtab, finally From the “View” drop-down, choose Campaign details.

 

Metrics:

    1. Clicks = how many clicks your ad has received.
    2. Impressions = how often your ad was shown on a search result page or site on the Google Network.

 

  • Website Visits = Clickthrough rate (CTR) = the percentage of people who could see your ad and clicked on it.

 

  1. Conversions = how many people clicked from your ad to your site and did something you valued, such as a purchase, sign-up, phone call, or download.
  2. Cost per conversion = how much each ad conversion cost you (cost per acquisition or CPA).
  3. Conversion rate = how many conversions on your site resulted from an ad click. Example: 50 conversions from 1000 clicks, 50 ÷ 1000 = 5% conversion rate.

 

ROI is calculated with this formula: (Revenue-Cost)/Cost. If your ad resulted in $1200 of sales for a product that cost $600 to make, and your advertising cost was $200, then your ROI is [$1200 – ($600 + $200)] / ($600 + $200) = 50% ROI.

Sales = Conversions; Conversion rate; Cost per acquisition

https://support.google.com/partners/answer/6172653?hl=en&ref_topic=6123873

Connect your goals to data

 

Experimenting

Increase mobile bids for ad groups with strong mobile conversion rates. You can create a draft of your campaign and set different mobile bid adjustments for those ad groups — without impacting your campaign.

 

About drafts and experiments

 

Antoine calculated Fiona’s return on investment for a month’s period by subtracting her overall costs from the number of conversions (or revenue driven by her campaign) and dividing that number by her overall costs: (US$9500 – US$8000) / US$8000 = .18 or a 18% return on investment.

To improve Fiona’s ROI, Antoine takes a closer look at which keywords are resulting in the highest cost-per-conversion and lowers the bids for those that aren’t meeting her goals. Then, Antoine uses data from the Search terms report to identify keywords that are highly relevant to Fiona’s products and adds them to the campaign. Antoine also makes some changes to Fiona’s ads, including a clear call-to-action to drive purchases and changing the landing page so it’s more relevant to people who are ready to make a purchase.

 

Advanced Search Advertising

  • oogle Shopping (in select countries)
  • Google Search, next to search results and separate from text ads
  • Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

Your Shopping ads can appear at the same time as text ads, because we want to give shoppers access to the full variety of products that match their search. This means that shoppers can find the best match before clicking through to make a purchase, which might help you close the sale.

Example

If you sell ballet slippers and have a text ad for ballet equipment and a Shopping ad for ballet shoes, a customer could see both of your ads on the same Google Search results page.

Availability by country

  1. Shopping ads can appear on Google Shopping, Google Search, and some Google Search Partners in these countries: Australia, Austria, Belgium, Brazil, Canada, the Czech Republic, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK, and the US. Shopping ads only appear on Google Search and some Google Search Partners in India. Shopping ads are in beta for Argentina, Chile, Colombia, Ireland, Malaysia, New Zealand, Philippines, Portugal, Singapore, South Africa, and United Arab Emirates.
  2. Dynamic Search Ads: Instead of keywords, Dynamic Search Ads use content from your website to target your ads to searches. To do so, we use Google’s organic search index of your website to determine which searches might be relevant to your products and services. Dynamic Search Ads can have longer headlines than other search ads, which improves their visibility. Choose which landing pages to scan. You can choose whether your entire website or just specific pages are used to target your ads. The default way to set up Dynamic Search Ads is to use category targets generated from your website. These customized categories, based on the content and structure of your site, will help you reach groups of people who are most relevant for your business goals. Dynamic Search Ads Here are some of the benefits of using Dynamic Search Ads: Save time. No more mapping keywords, bids, and ad text to each product on your website; Frequent, automatic updates to your ads. When you make changes to pages in our index, we’ll crawl your website again to help ensure that your ads are as up to date as possible; Show relevant, dynamically generated headlines with your ads. When a customer’s search is relevant to your product or service, we’ll dynamically generate an ad with a headline that includes words from that customer’s search phrase and the landing page in the ad.
  • Control your campaign. You can show ads based on your entire website, or specific categories or pages. Or, prevent your ads from showing for products that are temporarily out-of-stock; Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.

 

Campaign types and ad formats

The ad formats available to you depend on your campaign type (Search Network only, Display Network only, Search Network with Display Select) and campaign sub-type (for example, Standard or All features). Learn more about the different campaign types available.

Mobile ads and campaigns

Some campaigns types only show ads on mobile, such as app promotion campaigns and call-only campaigns. To see how these ads appear to customers on the go, learn more about the different types of mobile ads

Here you can see which ad formats are available with each campaign type.

Campaign type Text ad Image ad App promotion ad Shopping ad Dynamic Search Ad Video ad Call-only ad
Search Network with Display Select – Standard
Search Network with Display Select – All features
Search Network only – Call-only
Search Network only – Mobile app installs
Search Network only – Standard
Search Network only – All features
Search Network only – Dynamic search ads
Display Network only – All features
Display Network only – Marketing objectives > Install your mobile app
Display Network only – Marketing objectives > Buy on your website

Keep in mind

If you select “Search Network with Display Select – All features” or any of the “Display Network only” campaign types, you’ll have access to the Ad gallery, an ad-creation tool. However, the actual ad formats available to you in the Ad gallery depend on the specific campaign type you select. Learn more about the Ad gallery.

 

Mobile Ads

Where mobile ads can appear

On mobile phones or tablets

Within apps on mobile phones or tablets

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads

Call-only ads show only on devices that can make calls

Mobile image ads requirements

To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you’re using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:

  • Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial
  • Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial

Best practices

Read the Google Best Practices guide about growing your business with mobile ads. Topics include:

  • Mobile ad creatives and extensions in AdWords
  • Measuring the value of mobile ads
  • Mobile advertising without mobile-optimized sites

Create Effective Mobile Ads: Google Best Practices

Mobile devices

Mobile devices are products people use while they’re on the go. New mobile devices are constantly being released, so we don’t have a comprehensive list of all of them. However, here are a few common types:

Mobile phones

“Mobile phones” usually refers to smartphones that have a screen smaller than 7 inches. Keep in mind that in AdWords, mobile phones are sometimes to as “mobile devices” or “mobile devices with full browsers.”

Tablets

Tablets resemble both mobile phones and computer in many ways. But unlike mobile phones, tablets typically have a screen that’s 7 inches or larger. And unlike computers, tablets have touch screens. Keep in mind that in AdWords, “Mobile devices” is sometimes used to refer to mobile phones and tablets.

Wearables

Wearables—like smartwatches—are devices that people can use to connect to the internet on the go but are typically smaller than mobile phones. At this time, AdWords doesn’t show ads on devices that don’t have a screen.

Types of mobile ads

Customize ads with real-time updates: Tailored messaging: Ads are hyper-specialized to each search or webpage being viewed.

  • Time-sensitive calls to action: The COUNTDOWN function can say that time’s running out to take advantage of a promotion.
  • Scalability: Customizers let a single text ad have hundreds of variations, and show the most relevant variation to each potential customer.
  • Reporting: The automatic updates that happen when an ad is triggered don’t reset the ad’s performance data.

Manual Extensions: Apps, Calls, Locations, Reviews, Sitelinks, Callouts

Automated Extensions: Consumer Ratings, Previous Visits, Seller Ratings, Dynamic sitelink extensions, Dynamic structured snippets,

 

Customizers fill in your ad text using ad customizer data that you upload, the COUNTDOWN function, or both.

  • Ad customizer data: This is a data set you upload to AdWords in a spreadsheet file. Customizers reference the name of this data set, as well as an attribute it includes. For example, the customizer {=Discounts.PercentOff} references a data set named “Discounts,” and one of its attributes, named “PercentOff.”
  • The COUNTDOWN function: Customizers with a COUNTDOWN function include arguments, or directions, for that function within parentheses (like this). The customizer {=COUNTDOWN(Discounts.CountdownDate,’fr’)}, for example, includes a COUNTDOWN function with 2 arguments.
    • The first argument (Discounts.CountdownDate) tells the customizer what date and time to count down to, which is specified in a file named “Discounts.”
    • The second argument (“fr“) tells the customizer to display that time in a particular language (French).

Customizer data can include anything you like

Customizers work like the keyword insertion feature, which uses the {keyword:default text} parameter to put the keyword used for targeting into your ad text. Ad customizers can insert any type of text at all.

  • Are you running a sale? Customizers can display certain discounts with certain products, for sales that change periodically, or that are limited to a specific time period.
  • Are you managing a large inventory? Customizers can use brand-related keywords to display specific details about the product someone’s looking for.
  • Do you sell your products in multiple cities and regions? Customizers can use someone’s physical location (or the location they’re interested in) to show location-specific pricing, product availability, or calls to action.

When you use customizers well, they give people confidence that you have what they’re looking for, as well as an incentive to buy it from you.

Enhancements: A product must have at least 3 reviews in order for product ratings to be eligible to show on Google.com: “Special offers” with Merchant Promotions, Product Ratings, and Trusted Stories.

 

How to check your landing page experience

Choose the AdWords experience you’re using. Learn more.

  1. Sign in to your Adwords account.
  2. Go to your Keywords tab.
  3. In your Keywords tab, place your cursor over the speech bubble next to the status of any keyword. You’ll see one of three rankings: above average, average, or below average.

Your Quality Score includes a measure of your landing page experience, so you can get a sense of how well you’re doing by checking your Quality Score as well.

What happens after I make improvements?

The AdWords system visits and evaluates landing pages and websites on a regular basis. If you make significant changes to improve your landing page experience, you may see higher ad quality (and higher Ad Rank) over time. You might not see an immediate impact, but you may see results within days or weeks.

decrease your landing page loading time and mobile-friendly

ite policies refer to the advertising policies that must be followed on your landing pages and website in order to advertise on AdWords.

 

How similar keywords match

Using Google tools to help you decide CPC bids

 

  • Bid Simulator runs “what-if” scenarios like, “How many more impressions would I have gotten if my bid had been $0.10 higher last week?”
  • Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.
  • First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.

 

How is ECPC different from Target CPA?

Both ECPC and Target CPA work to get you more conversions. Target CPA needs no max. CPC, though it does require you to set a target CPA. Target CPA gives you the very best chance to improve your results, but ECPC provides a level of control and comfort that some people prefer.

Both ECPC and Target CPA

Use conversion tracking or Google Analytics data from your account. Predict a conversion rate for each auction. Adjust your bids to help you win the most promising clicks.

 

  • ECPC

 

  • Works with all your campaign settings and max CPC bids
  • Can raise your max CPC bids by up to 30 percent
  • Works with third-party bidding systems

2. Target CPA

 

  • Is based on a target CPA you set
  • Has full freedom to set your CPC bid for each auction
  • May not work with some API-based bid management solutions

 

The Include in “Conversions” setting lets you decide whether or not to include individual conversion actions in your “Conversions” reporting column. The data in this column is used by bid strategies like target CPA, target ROAS, and ECPC, so your bid strategy will only optimize based on the conversions that you’ve chosen to include. The Include cross-device conversions setting lets you include cross-device conversions in your “Conversions” column and in your conversion-based bid strategies.

Types of Bid Adjustments

  1. Device: show your ad more or less frequently for searches that occur on specific devices: computers, tablets, or mobile devices; Where you can use them: Campaigns, Ad groups. If you’ve set a device bid adjustment for a campaign and an ad group within that campaign, the ad group bid adjustment will be used to determine your bid; Range: -90% to +900%; To opt out of showing ads on a certain device, decrease your bid by 100% for that device. If you’ve decreased a campaign’s bid by 100% for a particular device, then the ad group-level adjustment for the same device won’t be used.
  2. Location: show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. You can also use location extension targeting to set different bids for customers who are located around your business. You can use them in campaigns and keep them in the range of -90% to +900%.
  3. Ad Scheduling: increase or decrease your bids for campaigns that show only on certain days or during certain hours. To do this, you’ll first need to set up a custom ad schedule. You can use them in campaigns.  Range is -90% to +900%
  4. On YouTube and the Display Network, you can set bid adjustments for content that has been measured by our system to be more popular, tends to have a greater number of impressions per day, and gets a higher level of traffic and viewer engagement. When your ad is eligible to appear on this content, AdWords will use your bid adjustment to raise your bid. You can bid on content on YouTube or the Google Display Network of apps and websites. You can use them in ad groups in the range of 0% to +500%.
  5. Targeting methods (advanced): Set bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network. Learn how to add audiences (interests and remarketing lists) to an ad group. You can use them in ad groups with a range of -90% to +900%.
  6. Remarketing lists for search ads: You can set bid adjustments for remarketing lists in your ad groups if you’d like to show ads to people on these lists. For example, you could increase your bid by 25% for those who previously viewed your website in the last 30 days. If you don’t yet have a remarketing list set up, read about AdWords remarketing lists for search ads. You can use them in ad groups with the range of -90% to +900%.

 

Bid adjustment eligibility

Campaign type Device Location Ad scheduling Top content (Display Network, YouTube) Targeting method (Display Network) Remarketing lists for search ads (Search Network)
Search Network only: Standard Yes No No No No No
Search Network only (All features) Yes Yes Yes No No Yes
Display Network only (All features) Yes Yes Yes Yes Yes No
Display Network only (Mobile apps) Yes Yes Yes Yes Yes No
Display Network only (Remarketing, Engagement) Yes Yes Yes Yes Yes No
Search Network with Display Select: Standard Yes No No No No No
Search Network with Display Select: All features Yes Yes Yes No Yes Yes
Shopping Yes Yes Yes No No No
Video Yes Yes Yes Yes No No

 

Automated bidding

  • If your campaign is using an automated bid strategy other than Maximize Clicks, it’s not possible to set ad scheduling bid adjustments.
  • For Target CPA and Target ROAS bid strategies, the only device bid adjustment that can be used is a decrease of 100%.

Multiple bid adjustments

When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied together to determine how much your bid will increase or decrease. However, multiple device and location bid adjustments behave differently. Keep in mind that combined bid adjustments cannot exceed a 900% bid increase. For example, a $1 bid with a device increase of 900% combined with a location increase of 900% will result in a bid of only $10.

Multiple device bid adjustments

If you set a device bid adjustment at the campaign level and an adjustment for the same device at the ad group level, the ad group device bid adjustment will be used to determine the resulting bid adjustment. However, if the campaign-level device bid adjustment is a 100% decrease, then the ad group level device bid adjustment won’t be used.

Multiple location bid adjustments

Multiple adjustments that apply to the same location won’t be combined. If you set an adjustment of +50% for France, and +100% for Paris, only the adjustment for Paris, the most specific location, will be used for traffic from users in Paris.

Multiple Display Network content bid adjustments

For Display campaigns, you can set a bid adjustments at the ad group level on a specific targeting method in the Display tab, as well as on Top content in the Settings tab. This means that when your ad is eligible to appear on a specific placement that also qualifies as top content, AdWords could use two bid adjustments. One bid adjustment could be based on a specific targeting method, such as topic, and the second could be set for top content. Learn more about Display Network bidding

Example

Say you’re running a campaign that targets the U.S. and is scheduled to run all days of the week. And, you’ve set an ad group max CPC bid of US$1. You decide to increase your bid by 20% for California, and decrease your bid by 50% for Saturday. Your resulting bid for a search that occurs in California on a Saturday will be US$0.60. Here’s the math:

Starting bid: $1

California adjustment: $1 + ($1 x 20%) = $1.20

Saturday adjustment: $1.20 + ($1.20 x -50%) = $0.60

Resulting bid for searches in California on Saturday: $0.60

Resulting bid for searches in California on Sunday through Friday: $1.20

Resulting bid for searches in other states on Saturday: $0.50

Resulting bid for searches in other states on Sunday through Friday: $1.00

The power of AdWords Smart Bidding

Smart Bidding is a set of conversion-based bid strategies—Target CPA, Target ROAS and Enhanced CPC—that use advanced machine learning to help you tailor the right bid to each and every auction. It factors in a wide range of auction-time signals including device, location, time of day, remarketing list, language, and operating system to capture the unique context of every search.

If you don’t yet know what type of automated bid strategy is right for you, read About automated bidding first.

Before you can set up a Target CPA bid strategy, you’ll need to set up conversion tracking.

To maximize results and give machine learning algorithms enough data to make informed bidding decisions, we recommend that you have at least 30 conversions in the past 30 days. It also helps if your ad group or campaign has received conversions at a similar rate for at least a few days.

About target return on ad spend.

“Standard” delivery (default option)

Aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on. Recommended for new advertisers, this delivery method is useful if you want to reach customers evenly throughout the day. If you have a small budget, this method can also help you avoid spending your entire budget in the morning. Since your ad delivery occurs throughout the day, you might not see your ad appear every time you look for it, particularly if your campaign is limited by budget.

“Accelerated” delivery (not recommended for most advertisers)

Accelerated delivery is optimized less. It spends your budget more quickly, usually at the start of the day (i.e., 12:00 am). Because of this, accelerated delivery isn’t recommended for most advertisers. So if your campaign is limited by budget, your campaign may exhaust its average daily budget early in the day, causing your ad to stop showing for most of the day. Though not recommended for most advertisers, you can use this method if it’s important to you that your ads start showing in the morning and more quickly thereafter, until your average daily budget is reached — even if that means they might not show throughout the entire day. If your campaign is limited by budget, your ads will stop showing once you’ve reached the average daily budget allocated for that day. If you reach your budget limit early in the morning, your ad won’t run again until the next day, so you might not see your ad appear every time you look for it, particularly at night.

 

You have four options for ad rotation:

 

  • Optimize for clicks (default): Ads expected to attract more clicks are delivered more often into the ad auction than other ads in the ad group. These higher-quality ads gain more impressions than other ads in the ad group, resulting in higher ad-served percentages. With this option, your ad group will likely receive more impressions and clicks overall, since higher-quality ads attain better positions and attract more user attention.
  • Optimize for conversions: Ads expected to provide more conversions are delivered more often into the ad auction than other ads in the ad group. Although this option may result in your ad group receiving fewer clicks than the previous option, it’s more likely to receive more conversions, which can result in an improved return on investment.
  • Rotate evenly: Delivers your ads more evenly into the ad auction. In general, rotating evenly allows ads with lower clickthrough rates and conversion rates to show more often, so this option could result in a lower average position or fewer clicks and conversions.

 

  1. Rotate indefinitely: Similar to the “Rotate evenly” setting, this option delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize. This option is not recommended for most advertisers.

Setting a frequency cap on impressions for Display Network ads

Frequency capping limits the number of times your ads appear to the same unique user on the Google Display Network. It doesn’t apply to the Search Network. Only impressions that were viewable count towards frequency caps.  An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads. If you turn on frequency capping for a campaign, you specify a limit for the number of impressions you’ll allow per day, per week, or per month for an individual user. You also choose whether the cap applies to each ad, ad group, or campaign. If you’re advertising on websites that see a lot of repeat visitors (like The New York Times), this helps you avoid showing your ad too much to the same folks.

Why use conversion tracking

See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity. Understand your return on investment (ROI) and make better informed decisions about your ad spend.  Use Smart Bidding strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals. See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.

Conversion Tracking

Conversion tracking cookies persist for a limited time only.

  • Conversions aren’t isolated: This means that you can’t match conversion data to specific customers, you can just see overall data for ads and keywords. Conversion tracking includes the option to notify customers about cookies: During the setup process, we’ll help you create a notification box for your website that lets your customers know they’re being tracked. This is known as the Google Site Stats box, which appears on your conversion page — the page customers see after they complete a conversion. This notification appears only for customers who’ve been referred by Google to your site on the same device. When customers click on it, they see a page explaining how we use cookies and how they can disable them. Customers will also have an opportunity to provide feedback about your website.
  • Promote a clear privacy policy: If you don’t use the Google Sites Stats box, we ask that you review your website’s privacy policy to make sure it discloses your use of tracking technology.

 

Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.

Reasons to use conversion tracking: See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity. Understand your return on investment (ROI) and make better informed decisions about your ad spend. Use Smart Bidding strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals. See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.

Conversion tracking process:

You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, our system recognizes the cookie (through the code snippet you added), and we record a conversion. Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time, and caller area code. Also, app downloads and in-app purchases from Google Play will automatically be recorded as conversions, and no tracking code is needed.

Security and Privacy Tracking

  • Conversion tracking cookies persist for a limited time only.
  • Conversions aren’t isolated: This means that you can’t match conversion data to specific customers, you can just see overall data for ads and keywords.
  • Conversion tracking includes the option to notify customers about cookies: During the setup process, we’ll help you create a notification box for your website that lets your customers know they’re being tracked. This is known as the Google Site Stats box, which appears on your conversion page — the page customers see after they complete a conversion. This notification appears only for customers who’ve been referred by Google to your site on the same device. When customers click on it, they see a page explaining how we use cookies and how they can disable them. Customers will also have an opportunity to provide feedback about your website.
  • Promote a clear privacy policy: If you don’t use the Google Sites Stats box, we ask that you review your website’s privacy policy to make sure it discloses your use of tracking technology.

 

Cross-account conversion tracking is useful for people and businesses who manage multiple AdWords accounts. Here are some of the benefits:

  1. Fewer code snippets and reports. Create one conversion tracking tag and use it across multiple accounts.
  2. Simpler, more powerful reports. Cross-account Attribution reports consolidate your data across all accounts that use this feature. You can also see how people interact with your keywords across all of your accounts before they convert.
  3. Minimize miscounts. Placing fewer tags on your site makes it less likely to accidentally count the same conversion more than once.
  4. Speed up your site. Fewer tags means less HTML on your website. And that’ll speed up load times for your customers.

 

 

  • Target CPA will use campaign-specific conversion actions, regardless of whether those are cross-account or account-specific conversion actions.
  • If you’re using cross-account conversion tracking, you’ll need to import any Google Analytics goals and transactions into the manager account that created those cross-account conversion actions. For now, any goals or transactions you already imported will continue counting conversions, but in the future, goals and transactions in the managed account will no longer be supported.

 

  • Existing data for any account-specific conversions will always be available in AdWords after cross-account conversions are enabled.

Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.

 

Remarketing lists for Search ads are only available for the following campaign types:

 

  • “Search Network only – All features”
  • “Search Network only – Dynamic Search Ads

 

  1. Bidding higher for past site visitors can help you increase your revenue and ROI.
  2. Bidding on new keywords can help you increase conversions
  3. When you target more generic keywords, use ads to highlight products that are most relevant to people on your remarketing lists.
  4. Tailor your ad text to your past site visitors.
  5. Use data

 

Automated rules in regards to changes to your ads, ad status, budget, and bids. Here are a few examples:

  • Schedule ads for special promotions or events
  • Pause low-performing ads or keywords
  • Change keyword bids to control your average position
  • Raise keyword bids to ensure ads show on first page
  • Send yourself an email if a campaign’s budget is nearly exhausted early in the day

You can have up to 100 active rules on each account for each user that accesses the account.

Bulk Edits:

  1. Bulk uploads: Download a spreadsheet with details on your keywords, ads, ad groups, campaigns, or product groups. You can make offline changes and upload the spreadsheet so that the changes can be applied to your AdWords account. Learn more about bulk uploads.
  2. AdWords Editor: This free, downloadable application lets you manage your AdWords account offline so you can easily make bulk edits to your campaigns, ad groups, keywords, and more, then upload your changes back in to AdWords when you’re ready. Learn more about AdWords Editor.
  3. AdWords API: The AdWords API (application programming interface) lets developers build applications that interact directly with the AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage large or complex AdWords accounts.

Campaign Spreadsheets: Certain columns can’t be edited because they’re only used while creating a campaign. Make sure your spreadsheet includes these required columns, all of which can be edited:

  1. Bid strategy type
  2. Budget
  3. Campaign
  4. Campaign ID
  5. Campaign state
  6. Campaign type

The following columns are optional to include:

  1. Ad rotation
  2. Campaign subtype
  3. Tracking template
  4. Start date
  5. End date
  6. Custom parameter

Here are a few ways you can use scripts:

Use data from external sources to initiate changes. For example, use external conversion data to make bid changes, or external inventory data to pause/unpause keywords as inventory becomes low. Or, read your campaign data and stats to create highly customized reports, output them to a spreadsheet, and graph it over time. Take action across multiple elements of your account. For example, if a keyword has been hogging your spend for the day, you can both pause the keyword and increase budget at the same time. Make changes across all items in your account. For example, increase the CPC bids by 30% for all keywords that generated over 1000 impressions last week. If you manage multiple accounts through a manager account, you can run one script across multiple child accounts to optimize bids, create multi-account reports, and monitor for potential problems (such as fixing broken links or conflicting negative keywords).

 

Creative optimization tools

These tools can help you create, test, and update ads across accounts.

  • Business data: Use this one-stop-shop for your business information within AdWords. You can access this information to update your creatives in real-time. About business data
  • Ad customizers: Tell AdWords how to customize your ads with real-time updates. About ad customizers
  • Upgraded URLs: An improved URL management process within AdWords that lets you differentiate between your landing page and tracking parameters. With these improvements, you can create custom URL parameters and reduce account management workload, ad review time, and web crawling on landing pages. About upgraded URLs

 

Edit campaign settings in bulk: Use bulk editing to update settings like location, language, ad rotation, and more. You can use filters to quickly identify all campaigns that target a specific location, for example. About bulk setting editing, editing keywords, or editing ad text in bulk.

  • Edit ad extensions in bulk: Manage ad extensions more easily. You can change your extensions and edit device settings in bulk, create extensions across campaigns or ad groups with just a few clicks, and create and edit your extensions using spreadsheets. About bulk extension editing
  • Run powerful, cross-account scripts: Make large-scale, customized changes to your account — including accounts within your MCC — using simple JavaScript code. You can also create customized reports, and pull in data from your Google Spreadsheets. About AdWords scripts
  • Make changes with bulk uploads: Download spreadsheets, make changes offline, and then upload the updated spreadsheet back into your account — right where you want to make your changes. With integrated previews and error-checking, you can also make sure your changes are ready when you are. About bulk uploads
  • Use AdWords Editor: Use AdWords Editor to quickly download, update, or create campaigns with powerful bulk editing tools, then upload your changes to AdWords. AdWords Editor gives you the control to manage and view multiple accounts at the same time. You can also copy or move items between campaigns, search for items within your account, view your account statistics, and quickly undo or redo changes. Best of all, you can keep working even when you’re offline. About AdWords Editor

 

Reporting and Analytics Tools

  • Top movers: See which campaigns and ad groups have experienced the biggest changes in clicks, costs, and conversions, and view details about those changes. About the top movers report
  • Auction insights: Compare your performance with other advertisers who are participating in the same auctions and see where you’re missing opportunities. This information can help you make better decisions about bids, budgets, and keyword choices. About the auction insights report
  • Importing conversions: Sometimes your adwords-sourced leads convert offline. Or you want to report your online conversions 30 days after the sale so you can exclude orders that were returned. You can with AdWords Conversion Import. About tracking offline conversions
  • Labels: Apply labels to keywords, campaigns, ad groups, and ads to quickly filter and review the data that matters to you. About labels
  • Geographic reporting: Use geographic information to better understand how your ads are performing in different locations. See where your customers are physically located, or locations they’re interested in. If you use location extensions, use the distance report to see how your ads performed in varying distances from your business. About measuring geographic performance
  • Search Terms report: See what queries are actually triggering your ads, so you can make better decisions on what positive and negative keywords to use. About the Search terms report
  • Custom columns: Tailor the columns in your statistics table to segment and display your data in the ways that are most important to you. About custom columns
  • Campaign details report: See which features, settings, and attributes each of your campaigns is using so you can identify account issues or new opportunities.
  • Report Editor: Use powerful reporting tools to conduct multi-dimensional analysis and create pivot tables, charts, and graphs, directly within your browser. About the Report Editor

To access Keyword Planner, sign in to your AdWords account at http://adwords.google.com/KeywordPlanner.

 

Research keywords. Need help finding keywords to add to a new campaign? Or, maybe you want to find additional keywords to add to an existing campaign. You can search for keyword and ad groups ideas based on terms that are relevant to your product or service, your landing page, or different product categories.

Get historical statistics and traffic forecasts. Use statistics like search volume to help you decide which keywords to use for a new or existing campaign. Get forecasts, like predicted clicks and estimated conversions, to get an idea of how a list of keywords might perform for a given bid and budget. These forecasts can also help guide your decision on which bids and budgets to set.

AdWords bid simulators help you see how different bids might change your ads’ weekly performance.

  • The regular Bid Simulators show you how changes to your max. CPC bid might change the cost or the number of clicks, impressions, conversions, and conversion value your ads would have received for your keyword or ad group. You can find them on the Ad groups and Keywords tabs.
  • The Campaign Bid Simulator shows you how changes to your campaign’s bids might affect that campaign’s performance. Find it on the Campaigns tab.
  • The Shopping Campaigns Bid Simulator shows you how certain changes to your bid might have impacted your product group’s performance. You can find it on the Product groups tab.
  • The Video Campaigns Bid Simulator shows you how changes to your max. CPV might impact your typical weekly video traffic. Find it on the Campaigns tab.
  • The Target CPA Simulator shows you how changes to your target cost-per-acquisition (target CPA) might affect your ad performance. Find it on the Campaigns tab or in the Shared library.
  • The Mobile Bid Adjustment Simulator shows you how changes to your mobile bid adjustment might affect your ad performance on different devices.

Mobile bid adjustment simulator

 

Using the bid simulators for conversion estimates

  • This bid simulator takes into account your existing campaign settings, including your existing max. CPC bids, enhanced cost-per-click bids, location bid adjustments, ad scheduling bid adjustments, and remarketing bid adjustments.
  • The bid simulator does not take into account ad group bid adjustments. If you apply any bid adjustment changes from the simulator, your ad group bid adjustments will be overwritten.
  • Estimates will become more accurate over time as your campaign accumulates data. You can still use the simulator for newer campaigns.
  • You might need to increase your budget if you’d like to achieve the traffic levels shown in the simulator.
  • The bid simulator offers clicks, cost, and impressions estimates. The simulator does not provide information on estimated conversions.
  • Conversion definitions: Conversions rely not only on ad clicks, but also on the actions that customers take on your site. This can also make them more difficult to predict.
  • Changes to conversion tracking: Removing or moving the conversion tracking tag could invalidate the estimates. Don’t make any major changes to the conversion tracking code for at least 2 weeks before using the bid simulators for conversion and conversion value estimates.
  • Delayed conversions (Search traffic): Simulators count conversions that might have been recorded during the simulation period (usually the last 7 days). For example, if a click took place during the simulation period, but the conversion wasn’t recorded until after the simulation period, then the conversion would not be counted in the simulator. Keep in mind that conversions could still occur up to 90 days after each click depending on your chosen conversion window.

Benefits of using the Campaign Bid Simulator

  • You can view bid changes in aggregate and model changes even when keywords or ad groups might not have enough data for this on their own.
  • Bid scaling is available, so you can see what might happen if you increased or decreased all your bids by a specific percentage (10%, for example).
  • Because campaign-level bid changes can increase traffic significantly, we’ll tell you whether you need to increase your budget and, if so, what to change it to.
  • You can model what happens if you changed all your bids in the campaign to a fixed value. If you choose to apply 1 of these campaign-wide bid changes, your ad group default bids will be changed to this fixed value, and your keyword-level bids will be erased.
  • You can download the bid simulation data at the account or campaign level.
  • You can download an AdWords Editor-compatible file with the bid amounts to which ad groups and keywords must be set.
  • Sparse conversion data: There is usually less conversion data than click or impression data when calculating these estimates, so conversions can be more difficult to estimate. If your account doesn’t typically get a lot of conversions, we may not have enough information to generate an estimate for conversions. The longer the history and the more conversions you have, the more accurate these estimates will be.
  • Bid simulators estimate your ad performance based on detailed information that’s specific to your campaign, including your Quality Score and keywords.
  • The Keyword Planner and Display Planner provide information about overall traffic patterns across all AdWords advertisers.

Who should use a manager account:

  • Large advertisers with more than one AdWords account
  • Third parties such as:
    • Agencies
    • Search engine marketers (SEMs)
    • Automated bid managers (ABMs)
    • And other online marketing professionals who manage multiple client accounts or a large number of campaigns

 

Access level for manager account user What the manager account user can do in the manager account What the manager account user can do in linked managed accounts
Administrative access
  • Link existing accounts and create new linked accounts
  • Unlink other manager accounts and individual AdWords accounts
  • Invite users
  • Cancel invitations sent by other users
  • Remove a user
  • Change access levels for users
  • Accept and decline link requests
If the manager account isn’t an administrative owner, a user with administrative access can:

  • Invite users with “Standard,” “Read only,” or “Email only” access levels
  • View, edit, and manage any part of linked accounts and campaigns
  • Change user access from “Standard” to “Read only”
  • Change user access from “Read only” to “Standard”
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list

If the manager account is an administrative owner, a user with administrative access can also:

  • Invite users with “Administrative” access
  • Change user access from “Administrative” to “Standard” or “Read only”
  • Change user access from “Read only” or “Standard” to “Administrative”
  • Grant another manager account administrative ownership
  • Remove administrative ownership
  • Accept and decline link requests from other manager accounts
  • Unlink another manager account
  • Turn remarketing list sharing on and off
Standard access
  • Browse the manager account
  • View, edit, and manage any part of linked accounts and campaigns
  • Sign in and run reports for linked accounts
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list
Read only access
  • Browse the manager account
  • View, sign in, and run reports for linked accounts
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list
Email only access
  • Receive notification emails for manager account
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list

 

For example, you can:

  • Use bulk editing tools to make multiple changes quickly.
  • Export and import files to share proposals or make changes to an account.
  • View statistics for all campaigns or a subset of campaigns.
  • Manage, edit, and view multiple accounts at the same time.
  • Search and replace text across ad groups or campaigns.
  • Copy or move items between ad groups and campaigns.
  • Undo and redo multiple changes while editing your campaigns.
  • Make changes in draft before uploading them to your account.
  • Keep working even when you’re offline.

 

Cross-device conversions, a part of All conversions, are tracked for AdWords ads traffic on Google Search pages and the Google Display Network, including AdMob, at this time. Cross-device conversions aren’t tracked for app install conversions or with imported goals from Google Analytics or AdWords Conversion Import. Similarly, Store Visits are only calculated for Google Search pages.

 

  • Call conversions on the Search Network from both desktop and tablet are included in the “Computer” row. (Call conversions from tablets can’t be reported separately.)
  • Mobile calls are included in the mobile row.
  • Desktop and tablet call conversions are not available at the keyword level.
  • Cross-device data for call conversions is only available for Search Network campaigns.
  • The “All conversions” column can’t be segmented by click type.

 

  • Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad clicks that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 clicks, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.

 

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Impression share = impressions / total eligible impressions

Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.

Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.  

   (Revenue – Cost of goods sold) / Cost of goods sold

 

What’s the difference between a search term and a keyword? A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.

 

You left off at Understanding the Search Terms Report

 

What’s the difference between a search term and a keyword? A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.

 

Search Console site.

 

Auction insights statistics

The Auction insights reports are different for Search and Shopping campaigns.

The Auction insights report for Search campaigns provides 6 different statistics: impression share, average position, overlap rate, position above rate, top of page rate, and outranking share. You can generate a report for one or more keywords, ad groups, or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device.

The Auction insights report for Shopping campaigns provides 3 different statistics: impression share, overlap rate, and outranking share. You can generate a report for one or more ad groups or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device. Auction insights data for Shopping campaigns is available from October 2014 to present.

Outranking share is a percentage defined as the number of times your ad ranked higher in the auction than another participant’s ad, plus the number of times your ad showed when theirs did not, divided by the total number of ad auctions you participated in.

 

Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.

 

9:30- 1.75

 

The “Click Analysis” reports

 

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